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A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.
Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:
Area: geographical areas across the globe including the UK, USA, Europe and Asia;
Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;
Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.
These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
List of contents
Introduction to corporate branding (SF Syed Alwi and TC Melewar) Part I: Corporate Brand: Areas 1.Corporate brand: Europe (Heather Skinner) 2.Corporate brand: USA (Russell Abratt) 3.Corporate brand: Asia (Bill Merrilees) 4.Corporate brand: New Zealand (Tony Garry) Part II: Corporate Brand: Arenas 5.Corporate brand: online (Zalfa Laili Hamzah, Md Nor Othman and SF Syed Alwi) 6.Corporate brand: business-to-business (Nuno Sequeira, Rui Vinhas da Silva and SF Syed Alwi) 7.Corporate brand: Professional service firms (Vincent-Wayne Mitchell and William S. Harvey) 8.Corporate brand: Place/destination branding (Nicholas Ind and Anastasia Mariussen) Part III: Corprate Brand: Approaches 9.Corporate brand: structural equation modelling (Tatiana Anisimova and Felix Mavondo) 10.Corporate brand: case study (Wim Elving) 11.Corporate brand: focus groups (Sabine Einwiller and Christopher Ruppel) 12.Corporate brand: Expert interviews (Stefano Pace) Part IV: Conclusion to Corprate Brand Conclusion (Heather Skinner)
About the author
T C Melewar (BSc, MBA, PhD) is Professor of Marketing and Strategy at Middlesex University Business School, London, UK.
S F Syed Alwi (BSc, MSc, PhD) is a Lecturer of Corporate Brand Marketing at Brunel Business School, Brunel University, London, UK.
